Hongxing Erke system collapsed, and the consumption logic of Internet heavy users changed

徐坦

Xu Tan

7月29日凌晨，红星二科发出紧急通知。由于短期订单激增，公司系统崩溃，仓库空无一人。这已经达到了许多企业想要的理想状态。在这个品牌被收购并崩溃之前，它应该有多热。

In the early morning of July 29, Hongxing Erke issued an emergency notice. Due to the surge of short-term orders, the company's system crashed and the warehouse was empty. This has reached the ideal state that many enterprises want. How hot should the brand be before it can be bought and collapsed.

如果不是河南省洪灾中的5000万捐款，红星二科实际上将是一个逐渐远离消费者的品牌。特别是"Z一代"（95后和00后）的大量互联网用户和新消费品牌的大量用户。

If it had not been for the 50 million donation in the flood in Henan Province, Hongxing Erke would actually be a brand that is gradually moving away from consumers. Especially for the "Z generation" (post-95 and Post-00) of heavy Internet users and heavy users of new consumer brands.

红星二科于2000年创立于"中国鞋都"晋江，与安踏、特步、匹克、361du、高贵鸟相比，红星二科严重落后。2020年收入28.43亿元，净亏损2.2亿元，安踏收入355.1亿元。

Hongxing Erke was founded in Jinjiang, the "shoe capital of China" in 2000. Compared with Anta, Tebu, peak, 361du and noble bird, Hongxing Erke has seriously lagged behind. In 2020, its revenue was 2.843 billion yuan, with a net loss of 220 million yuan, while Anta's revenue was 35.51 billion yuan.

红星尔克邀请的有影响力的发言人是陈晓春，一位Z一代父母所熟悉的明星。陈晓春出生于1967年，他的代表作是20世纪90年代的《古惑》系列。近年来，陈晓春除了带儿子去湖南卫视的《爸爸要去哪里》（第五季）几乎没有任何作品。

The influential spokesperson invited by Hongxing Erke is Chen Xiaochun, a star familiar to the parents of generation Z. Chen Xiaochun was born in 1967. His representative work is the ancient Confused Series in the 1990s. In recent years, Chen Xiaochun has almost no works except taking his son to Hunan Satellite TV's where Dad is going (Season 5).

甚至是引爆社交媒体的那句话，"妈妈，我觉得你要破产了，捐这么多钱！"，他们都对红星尔克有着深刻的理解。虽然红星尔克品牌被严重削弱，年轻消费者认知不足，但它仍然是一个破产后的微博热搜索。

Even the sentence that detonated social media, "Mom, I feel you're going to go bankrupt and donate so much!", They all have a deep understanding of Hongxing Erke. Although hongxingerke brand is seriously weakened and has insufficient cognition among young customers, it is still a microblog hot search from the bankruptcy.

但是，这并不影响Z一代的客户群对一个奇怪品牌的非理性追求——如果该微博能活到2140岁，那么将红星尔克的微博成员续约120年；爆出直播室，销量从4万多台增加到1400万台；收购仓库，帮助红星二科消化库存数年

But, this does not affect the irrational pursuit of a strange brand by generation Z's customer base - renew hongxingerke's microblog members for 120 years, if the microblog can live to 2140; Burst the live broadcasting room and increased the sales from more than 40000 to 14 million; Buy out the warehouse and help Hongxing Erke digest the inventory for several years

红星二客看似偶然事件，但也是年轻消费者消费特点的必然选择。

Hongxing Erke seems to be an accidental event, but it is also an inevitable choice for the consumption characteristics of young customers.

红星尔克事件在企业中引起了相当大的震动。最近，几家企业的品牌负责人与笔者进行了交谈，红星尔克事件也在公司内部进行讨论。虽然做慈善的禁忌有营销的痕迹，否则就会受到质疑，动机不纯或面临道德审判，但事件的结果更像是一个成功的营销案例。

The hongxingerke incident caused quite a shock among enterprises. Recently, the brand heads of several enterprises talked to the author, and the hongxingerke incident is also being discussed within the company. Although the taboo to do charity has traces of marketing, otherwise it will be questioned, the motivation will be impure or face moral trial, but the event result has been more like a successful marketing case.

更触动企业的是消费者洞察力。今天的消费者是如此的分化：70后是面对消费和追求成本效益；80后是务实的消费群体，喜欢大品牌和研究产品；90后（尤其是95s后）和00s后是"疯狂消费"，当品牌获得客户价值认可时，会受到高度追捧，但这种感性消费也意味着对品牌缺乏忠诚度和一点消费虚无主义。

What touches enterprises more is consumer insight. Today's consumers are so divided: the Post-70s are face consumption and pursue cost performance; The post-80s generation is pragmatic consumption, like big brands and research products; The post-90s (especially the post-95s) and post-00s are "wild consumption", and the brand will be highly sought after when it obtains customer value recognition, but this perceptual consumption also means a lack of loyalty to the brand and a bit of consumption nihilism.

吴晓波频道只是认为"3亿中年男性在网络购物平台上失踪"。虽然中年男性群体已经失去了他们的消费能力，也没有被说服，但营销的本质是洞察群体的消费本质，并为细分群体探索不同的消费场景。但这也表明，基于不同社会和教育背景的群体表现出不同的价值取向和消费偏好。

Wu Xiaobo channel simply believes that "300 million middle-aged men have disappeared on the Internet shopping platform". Although the middle-aged male group has lost their consumption power and is not convinced, the essence of marketing is to gain insight into the consumption essence of a group and explore different consumption scenarios for subdivided groups. But it also conveys that groups based on different social and educational backgrounds are showing different value orientations and consumption preferences.

在红星尔克事件中，最值得注意的是，占据互联网社交媒体的"Z一代"重度用户已不能再按照传统的消费逻辑来审视。

In the hongxingerke incident, the most noteworthy thing is that the "Z generation" of heavy users occupying Internet social media can no longer be examined according to the traditional consumption logic.

传统的消费逻辑是看品牌、质量和服务。它是品牌驱动的性价比选择，现在年轻顾客的消费逻辑是价值驱动的感性消费。

The traditional consumption logic is to look at the brand, quality and service. It is the choice of brand driven cost performance, and now the consumption logic of young customers is perceptual consumption driven by values.

北京大学国家发展学院本巴商学院院长陈春华教授这样说。在北京大学商学院的课堂上，她曾经在00点后问过一个问题：金钱是最有效的激励吗？

Professor Chen Chunhua, Dean of BiMBA Business School of National Development Institute of Peking University, said such an example. She once asked a question after 00 in the business school class of Peking University: is money the most effective incentive?

结果，学生们的答案是她在20多年的实践中第一次听到的。

As a result, the students' answers were the first she heard in more than 20 years of practice.

学生说："这取决于我是否快乐。给我更多。如果我不快乐，那是没有用的；我没有付出太多。我做得很好。钱对我也很有用。"

The student said, "it depends on whether I'm happy or not. Give me more. If I'm not happy, it's useless; I didn't give much. I did it very well. Money is also useful to me. "

这意味着今天的价值观越来越多样化，这体现在消费水平甚至公司管理上，即年轻人的自我满足。

This means that today's values are becoming more and more diverse, which is reflected in the consumption level and even company management, that is, the self gratification of young people.

包括最近流行的单价不到10元的蜂蜜冰雪城，传达了年轻顾客"你不认为我穷，我不认为你低"的消费心理，是一种情感共鸣和价值认同，从而建立了情感消费的情感纽带。

Including the recent popularity of honey snow ice city with a unit price of less than 10 yuan, it conveys the consumption psychology of young customers that "you don't think I'm poor, and I don't think you're low", which is an emotional resonance and a recognition of values, thus establishing the emotional consumption of emotional links.

红星尔克的疯狂追求，是在百年一遇的洪流面前，依附于品牌的良知和国产商品，以及爱国主义的无限放大。这不仅是红星二科的荣耀，也是未来的潜在风险。当一个企业被推向道德制高点时，它就像被置于公众关注的尺度。如果没有质量和服务等内部力量的支持，未来的小缺陷更容易被放大。如果你想戴皇冠，你必须承受它的重量。

The crazy pursuit of Hongxing Erke is the conscience and domestic goods attached to the brand and the infinite amplification of patriotism in the face of a once-in-a-century flood. This is not only the glory of Hongxing Erke, but also the potential risk in the future. When an enterprise is driven to a moral commanding height, it is like being placed in the yardstick of public focus. Without the support of internal strength such as quality and service, a small defect in the future is easier to be amplified. If you want to wear a crown, you must bear its weight.

Link：https://new.qq.com/omn/20210731/20210731A029AB00.html

update time：2021-07-31 17:18:08